As someone who’s been in the sunless tanning industry for more than two decades, I’ve seen firsthand that the salons and technicians who thrive aren’t just the ones delivering a beautiful tan. They’re the ones who build lasting relationships with their clients.
At SunFX, we’ve always believed that loyalty is what keeps this industry strong. When a client trusts you, they don’t just book one tan—they come back season after season and send their friends too. Let me share a few ways I’ve seen loyalty built successfully, along with some of the lessons we’ve learned at SunFX along the way.
Clients want to know exactly what they’re getting every time. That’s why I’ve always stressed the importance of using a solution that delivers natural, flawless results.
Our SunFX solutions were designed to work across a wide range of skin tones, so whether it’s a first-time client or a regular, they’ll walk away with a tan they can trust.
I always encourage techs to:
Keep notes on the client’s preferred depth of color.
Use reliable equipment (like our SunFX Pro Mini V2) to make application seamless.
Double-check their prep and technique so the finish is consistent.
That kind of attention to detail is what turns a one-time customer into a loyal one.
A spray tan isn’t just about color—it’s an experience.
Clients notice the little touches. Simple things like offering a clean, calm space, offering scent or serum drops or applying SunFX Finishing Powder so they leave feeling fresh, really stand out.
And remember, when your client comes to you, that 20 minutes or so should be all about them. They’re looking for a confidence boost and a moment of self-care, not to hear about your stressful day or how busy you are. Giving them your full attention—listening, being present, and making them feel seen—turns an appointment into something more meaningful. It does also give you a break from the “outside” world.
Pair that with thoughtful aftercare advice, like recommending SunFX Gradual Tan Extender or Body Milk Lotion, and your clients will leave feeling looked after from start to finish.
One thing I’ve always loved about this industry is how open clients are to learning. When you take the time to explain how to prep before a tan, or why choosing a natural, cruelty-free formula matters, you become more than their technician—you become their trusted advisor.
Take the time to answer their tanning questions and check that they fully understand what is required of them to maintain their color.
This builds loyalty because they see you care about their skin, not just the service.
I’ve watched salons grow simply by creating loyalty programs. Whether it’s a membership with monthly tans, referral rewards, or points redeemable for SunFX retail products, clients love feeling valued.
If you haven’t yet implemented a program, why not give it a try and see what your clients think.
It doesn’t have to be complicated—what matters is showing appreciation.
When a client returns and you remember the little details—like saying, “You prefer a medium shade before your holidays,” or “Your skin really loves our Caribbean Choc solution”—it shows you’ve truly been paying attention. These moments go far beyond providing a service; they tell the client that you see them as an individual, not just another appointment.
That kind of personalization builds an emotional connection. Clients feel valued, cared for, and understood, which is exactly what creates long-term loyalty.
In many ways, it transforms the relationship—you’re no longer just their tanning technician, you’re someone they trust with their confidence and self-care routine.
Over time, these personal touches can make clients feel more like part of your salon family than just customers. And when people feel that kind of connection, they’ll not only keep coming back, but they’ll also happily recommend your services to friends and family.
I also find that it is a much more satisfying and enjoyable experience for me!
The client relationship doesn’t end when they leave your space. I always recommend using social media and email to share tanning tips, seasonal specials, and product education.
It keeps your brand top-of-mind and makes it easy for clients to rebook or shop your retail line.
If I can leave you with one piece of advice, it’s this: loyalty comes from trust. When you pair consistency with care, education, and quality products, clients will not only keep coming back, they’ll become your biggest advocates.
At SunFX, everything we’ve developed—from our professional machines to our natural tanning formulas—has been designed to help you deliver that level of trust and professionalism.
Because when your clients shine, so does your business.
— Kylie
Owner, SunFX
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Skin Care
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